TIP #1 DEFINE YOUR BRAND | 10 TIPS FOR BUILDING YOUR ALASKA BUSINESS BRAND

In order

At first, defining your brand may seem pretty easy but you need to realize that it involves critical reasoning, decision making and data collection. You need to develop a well-crafted statement about what your brand represents, your brand standards, the type of products and services you have to offer, your target customers and what should be expected.

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social media

How Social Media Management Can Save Your Summer!

Social Media Management & Summer

As summer is fast approaching, many business owner/operators are not feeling all that “excited” about the prospects of it. Why? Well because most entrepreneurs understand that although the seasons change, the daily tasks of operating their businesses don’t. As nice as it would be to let mothballs grow on the marketing plans, it’s not feasible for anyone needing to generate income.
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3 Reasons Why You Need A Website

A new spring means new marketing strategies. If you company doesn’t already have a website, you should definitely add it to your To Do List for 2015.A website can help with any number of things involving your business strategy.

A Website Offers Visibility

If you want to expand your business outside of your current customer base, you need visibility in your market. Most consumers are on the web now both trying to find new places to shop or acquire services and also to research those companies they find. Ideally, a quick Google search for some keywords about your business will bring up your business as a top hit but it takes some time for that to happen.The first steps are getting a website, optimizing it will happen after.

A Website Provides Your Customers Up to Date Information about Your Company

Using a website to provide up to date information about your business is crucial.You can inform customers about events and new services you provide, or show off pictures of projects you’ve finished. If you have specials or sales that you want to advertise, your website is the perfect place to do it. Announcements about store closings, new employees, and other business logistics can be posted to your website to keep loyal customers informed of your company’s happenings.
Website Visibility | Bianca Frank Design

Your Website Improves Your Business Traceability

The best part of a website is you can keep track of how many people are seeing your advertising.Simple counters will tell you how many people have visited your site and you can even find out how they tracked you down.This allows you to see what other types of online visibility are working. Do you have a Facebook page or other social media outlet you like to use? Maybe your business is listed on a review website like TripAdvisor, Yelp, or Angie’s List that allows users to go straight to your page from the host site.You can see what’s working and what needs help.

Contact us today to see how we can help get your website up and running in 2015!

Bianca Frank Design offers a comprehensive brand and brand development package that can be utilized to begin or reinvigorate your small business marketing strategy. Whether you are in need of small business marketing strategies, graphic design, brand design, web design, or just need brand or design consultation on where to start. Drop a note and we will be in touch soon.

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BEWARE WEB DESIGN PROJECT SCAM

Just a quick note:

Hey all, just spreading the word to my designer friends. Received a weird text message this weekend regarding a website redesign. Details of the email are below. Please always do your due diligence when working with clients online.

A simple google search of key elements of the email I received confirmed my suspicions. What surprised me is that I even received a text from this person.

Text Received from 303-999-5798 Paul Fowler. He indicates he is hearing impaired, which didn’t alarm me as much as the immediate question as to whether I can take credit cards or not. Most clients leave bill payment to the absolute end of the conversation with regard to web design projects.

Paul Fowler Website Scam

The email I received was:

Here is the job details

I have small scale business which i want to turn into large scale business now it located in TN and the company is based on importing and exporting of Agriculture products such as Kola Nut, Gacillia Nut and Cocoa so i need a best of the best layout design for it. Can you handle that for me ?. so i need you to check out this site but i need something more perfect than this if its possible. http://www.agroamerica.com.… the site would only be informational, so i need you to give me an estimate based on the site i gave you to check out, the estimate should include hosting and i want the same page as the site i gave you to check out and i have a private project consultant, he has the text content and the logos for the site.
Note:
1. I want the same number of pages with the example site i gave you to check excluding videos and blogs.
2. I want only English language
3. I don’t have a domain yet but i want the domain name as topfarmproduce.com
4. you will be updating the site for me.
5. I will be proving the images, logos and content for the site.
6. I want the site up and running before ending of next month.
7. My budget is $4,500 to $7,000

Kindly get back to me with an estimate okay.

Best Regards
Paul Fowler.

Some others same experience.
http://blog.ihenix.com/nearly-got-scammed/#comment-90

How To Build A Consistent Small Business Brand

Your brand presence is important to your business, for brand awareness, online and print advertising and for marketing your business. Because small businesses often have small marketing budgets, utilizing the power of having a consistent brand will help to maximize your message in the marketplace.

Utilizing an Alaska web design firm that also understands online marketing, brand design, and branded content, will give you small business marketing budget, the biggest bang for your buck.

Brand recognition grows over time and ensuring your brand is consistent across all of your online and print channels is even more important than what your budget is for marketing services.

It is important for your marketing campaign to have a consistent brand across all online channels. Whether you are marketing your brand through SEO (search engine optimization), Social Media Campaigns, Print Advertising or Video/Commercial means…the one underlying and most important element is that your branding remains consistent.

Here’s a quick read on how to maximize your Online Brand Marketing that further explains the importance of brand consistency and online marketing strategies.

Logo Design = Visual Brand or ReBranding for  Small Business Brand

One of the most recognizable parts of your visual brand is your logo. Finding out rules of how to create an effective logo design are an integral first step. Hiring a professional graphic designer to assist on establishing your initial brand, or rebranding an existing brand can help to ensure a powerful and memorable logo direction.

Ensuring your logo is consistent across each of your online channels is crucial. Having a consistent visual brand is essential in ensuring that your company’s visions and mission are reflected.

It should be the same on your website and all your social media pages.

Anytime it comes up on another site, your logo should be the same as on your own site.

If you have partnerships with other companies and they advertise that on their website, send them an image file of your logo and ask for theirs.

Cross marketing accurately is helpful in consistent branding.

Content Marketing for your  Small Business Brand

There is a feel and vibe that comes from the word choice used by companies on their websites and social media.

Depending on the type of business you have, you may have a more fun and light hearted vibe or a more serious and informative feel.

The message of your company can be easily construed on each online channel with carefully chosen words and font choices.

Releasing press releases, weekly blogs, social media content will allow for your branded content marketing to be useful and to further keep your brand consistent. It will also help steer all the media about your business.

Analyze your  Small Business Brand

You can’t know if your brand is consistent unless you’re constantly on the lookout for what’s out there about your business.

Check out any likely places your business name will come up including sites like Yelp, TripAdvisor, Angie’s List, and any review site specific to your type of business.

You can’t change what people say but being aware of it will help keep your brand consistent.

Contact us today to see how we can help with your brand!

Bianca Frank Design offers a comprehensive brand and brand development package that can be utilized to begin or reinvigorate your small business marketing strategy. Whether you are in need of small business marketing strategies, graphic design, brand design, web design, or just need consultation on where to start. Drop a note and we will be in touch soon.

Do You Have Business Partnerships? Learn 3 Easy Places for Business Marketing You Can Use Today

You want to get your message out to as many potential customers as possible.Your business marketing does this across multiple platforms, but could you be doing more? There are many potential business partnerships you may be ignoring that could be mutually beneficial.

Tourism Marketing

Depending on the type of service you provide or products you sell, your local tourism bureau may be a great partnership for your business.New customers are often a key demographic for businesses but they can’t buy your products if they don’t know you exist! Offering a spot on your counter or near your shop’s door for other brochures will give the tourism bureau an outlet for other businesses and your brochure will be located in all their other partnered shops as well.

Unusual Business Partnerships Marketing

Some of the best business partnerships are the ones that are unexpected or unusual.
Everyone expects a dentist to be partnered with a toothpaste company but what if that dentist partnered with a local orchard that offers pick-your-own services? It would encourage healthy, local produce consumption that is good for teeth and it would promote both businesses. Seeing your company name pop up in unusual locations means customers may take more notice of your advertisement and remember seeing it later when they are in need of your services.
Business Marketing | Bianca Frank Design

Local Business Marketing

Partnering with other local, small businesses could mean not only a beneficial business relationship but will connect you with other people in a similar situation as you. Support from other local businesses may help with the success of your business if not through advertising but also with advice and guidance. Business partnerships are important to any business’s success and looking for opportunities in every capacity will help your business.
Be smart about who you partner with; when you form a partnership, their reputation becomes part of your own.

Contact Bianca Frank Design today to see how we can help your business grow!

Bianca Frank Design offers a comprehensive brand and brand development package that can be utilized to begin or reinvigorate your small business marketing strategy. Whether you are in need of small business marketing strategies, graphic design, brand design, web design, or just need brand or design consultation on where to start. Drop a note and we will be in touch soon.

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3 Ways to Instantly Increase Engagement with Social Media Design and Management

Social media sites are one of the best ways to get new clients as well as keep current ones informed. It’s one thing to just provide information to your customers; it’s another to get their feedback as well. Engaging your customers is crucial and social media can help you do it!

Likes and Shares with Social Media Design and Management

Some of the fastest growing social media campaigns started with a single “like”. How do you get your customers to click that little thumbs up and, in doing so, spread your message to their friends on social media? Content in your social media design needs to be relevant to your audience as well as informative about your current message. The more likely your customers are to like and share your photos and posts, the more likely their friends are to see them. Word of mouth happens much more often online than it does in person nowadays, but happy customers are still the best advertising there is!

Followers with Social Media Design and Management

Engaging your followers can only happen if you’ve got followers to engage. Some of the ways to get new followers is to include an incentive.If you sell products, offer a discount if they’ve “liked” you on Facebook.Advertise coupons or new products on Instagram that new customers can use if they start to follow you.
Social Media Management and Design

Check-Ins with Social Media Design and Management

Use signage to encourage customers to check-in when they eat at your restaurant or shop at your store.The more check-in’s you have, the more visible your business will be. The increased engagement through social media will not only increase your visibility, meaning free advertising, but it will encourage repeat business among newer and existing clients. Your social media design is important.

Contact us today to see how we can help increase your customer engagement!

Bianca Frank Design offers a comprehensive brand and brand development package that can be utilized to begin or reinvigorate your small business marketing strategy. Whether you are in need of small business marketing strategies, graphic design, brand design, web design, or just need brand or design consultation on where to start. Drop a note and we will be in touch soon.

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Brand & Marketing Terms

source: Brand Channel

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Awareness The percentage of population or target market who are aware of the existence of a given brand or company. There are two types of awareness: spontaneous, which measures the percentage of people who spontaneously mention a particular brand when asked to name brands in a certain category; and prompted, which measures the percentage of people who recognize a brand from a particular category when shown a list.

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Brand A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value and influence.

Brand “Value” has different interpretations: from a marketing or consumer perspective it is “the promise and delivery of an experience”; from a business perspective it is “the security of future earnings”; from a legal perspective it is “a separable piece of intellectual property.” Brands offer customers a means to choose and enable recognition within cluttered markets.

Brand Architecture How an organization structures and names the brands within its portfolio. There are three main types of brand architecture system: monolithic, where the corporate name is used on all products and services offered by the company; endorsed, where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement; and freestanding, where the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market.

Brand Associations
The feelings, beliefs and knowledge that consumers (customers) have about brands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation.

Brand Commitment
The degree to which a customer is committed to a given brand in that they are likely to re-purchase/re-use in the future. The level of commitment indicates the degree to which a brand’s customer franchise is protected form competitors.

Brand Earnings
The share of a brand-owning business’s cashflow that can be attributed to the brand alone.

Brand Equity
The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings make the brand valued and valuable.

Brand Equity Protection Is the implementation of strategies to reduce risk and liability from the effects attributable to counterfeiting, diversion, tampering and theft so that the differentiating thoughts and feelings about the brand are maintained and remain valued and valuable.

Brand Essence
The brand’s promise expressed in the simplest, most single-minded terms. For example, Volvo = safety; AA = Fourth Emergency Service. The most powerful brand essences are rooted in a fundamental customer need.

Brand Experience
The means by which a brand is created in the mind of a stakeholder. Some experiences are controlled such as retail environments, advertising, products/services, websites, etc. Some are uncontrolled like journalistic comment and word of mouth. Strong brands arise from consistent experiences which combine to form a clear, differentiated overall brand experience.

Brand Extension
Leveraging the values of the brand to take the brand into new markets/sectors.

Brand Harmonization Ensuring that all products in a particular brand range have a consistent name, visual identity and, ideally, positioning across a number of geographic or product/service markets.

Brand Identity
The outward expression of the brand, including its name and visual appearance. The brand’s identity is its fundamental means of consumer recognition and symbolizes the brand’s differentiation from competitors.

Brand Image
The customer’s net “out-take” from the brand. For users this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations; for non-users it is based almost entirely upon uninformed impressions, attitudes and beliefs.

Brand Licensing
The leasing by a brand owner of the use of a brand to another company. Usually a licensing fee or royalty rate will be agreed for the use of the brand.

Brand Management Practically
this involves managing the tangible and intangible aspects of the brand. For product brands the tangibles are the product itself, the packaging, the price, etc. For service brands (see Service Brands), the tangibles are to do with the customer experience – the retail environment, interface with salespeople, overall satisfaction, etc. For product, service and corporate brands, the intangibles are the same and refer to the emotional connections derived as a result of experience, identity, communication and people. Intangibles are therefore managed via the manipulation of identity, communication and people skills.

Brand Mission
See Brand Platform.

Brand Parity A measure of how similar, or different, different brands in the same category are perceived to be. Brand parity varies widely from one category to another. It is high for petrol, for example: about 80% of respondents (BBDO survey) see no real difference between brands. By contrast, brand parity for cars is low: only about 25% of respondents say that one make is much the same as another.

Brand Personality
The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising and appropriate packaging and graphics. These traits inform brand behavior through both prepared communication/packaging, etc., and through the people who represent the brand – its employees.

Brand Platform
The Brand Platform consists of the following elements:

Brand Vision The brand’s guiding insight into its world.

Brand Mission How the brand will act on its insight.

Brand Values The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance.

Brand Personality The brand’s personality traits (See also definition for Brand Personality).

Brand Tone of Voice How the brand speaks to its audiences.

Brand Positioning The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the marketing mix.

Brand Strategy
A plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand’s vision and driven by the principles of differentiation and sustained consumer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviors and brand experiences.

Brand Tone of Voice See Brand Platform.

Brand Valuation The process of identifying and measuring the economic benefit – brand value – that derives from brand ownership.

Brand Values
The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance. (See also Brand Platform.)

Brand Vision See Brand Platform.

Branding Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way.

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Co-branding The use of two or more brand names in support of a new product, service or venture.

Consumer Product Goods (consumer goods) or services (consumer services) purchased for private use or for other members of the household.

Core Competencies Relates to a company’s particular areas of skill and competence that best contribute to its ability to compete.

Corporate Identity At a minimum, is used to refer to the visual identity of a corporation (its logo, signage, etc.), but usually taken to mean an organization’s presentation to its stakeholders and the means by which it differentiates itself from other organizations.

Counterfeiting When an organization or individual produces a product that looks like a branded product and is packaged and presented in a manner to deceive the purchaser.

Customer Characteristics
All distinguishing, distinctive, typical or peculiar characteristics and circumstances or customers that can be used in market segmentation to tell one group of customers from another.

Customer Relationship Management (CRM)
Tracking customer behavior for the purpose of developing marketing and relationship-building processes that bond the consumer to the brand. Developing software or systems to provide one-to-one customer service and personal contact between the company and the customer.

Customer Service
The way in which the brand meets its customers’ needs via its various different channels (for example, over the telephone or Internet in the case of remote banking, or in person in the case of retail or entertainment).

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Demographics The description of outward traits that characterize a group of people, such as age, sex, nationality, marital status, education, occupation or income. Decisions on market segmentation are often based on demographic data.

Differential Product Advantage A feature of a product that is valuable to customers and is not found in other products of the same category.

Differentiation Creation or demonstration of unique characteristics in a company’s products or brands compared to those of its competitors.

Differentiators
Any tangible or intangible characteristic that can be used to distinguish a product or a company from other products and companies.

Diversion When genuine product is sold to a buyer in one market/channel and then resold by the same buyer into another market/channel, without the consent or authority of the brand owner, to take advantage of a price arbitrage situation. Definition also applies to parallel trade, gray market or gray market activities.

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Endorsed brand (See Brand Architecture.) Generally a product or service brand name that is supported by a masterbrand – either dominantly e.g. Tesco Metro or lightly e.g. Nestle Kit-Kat.

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Focus Group A qualitative research technique in which a group of about eight people is invited to a neutral venue to discuss a given subject, for example hand-held power tools. The principle is the same as an in-depth interview, except that group dynamics help to make the discussion livelier and more wide-ranging. Qualitative groups enable the researcher to probe deeper into specific areas of interest (for example, the nature of commitment to a brand). The result adds richer texture to the understanding of broader data (for example, quantitative), which may paint general trends or observations. Also known as a group discussion.

Freestanding Brand (See Brand Architecture.) A brand name and identity used for a single product or service in a portfolio, which is unrelated to the names and identities of other products in the company’s portfolio.

Functionality What a product does for the buyer and user; the utility it offers the user; what he or she can do with it.

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Goods A product consisting predominantly of tangible values. Almost all goods, however, have intangible values to a greater or lesser extent.

Group Discussion See Focus Group.

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High Technology (high tech) A term with vague and far-reaching meaning. This covers electronics, data technology, telecommunications, medical technology and bio-chemistry. In order to be classed as a high tech company, one definition is that at least 35 percent of staff should have a technical qualification, and at least 15 percent of sales should be used for R&D. Another definition states that the company must employ twice as many scientists and engineers and invest twice as much in R&D as the average of all manufacturing companies in the country.

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Intangibles “Intangible”
– incapable of being touched. (1) Intangible assets – trademarks, copyrights, patents, design rights, proprietary expertise, databases, etc. (2) Intangible brand attributes – brand names, logos, graphics, colors, shapes and smells. (See Service Brand.)

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Launch
The initial marketing of a new product in a particular market. The way in which the launch is carried out greatly affects the product’s profitability throughout its lifecycle.

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Market Leader A company that has achieved a dominant position – either in scale (e.g., British Airways) or influence (e.g., Virgin) – within its field. This leading position often comes about because the company was the first to market a certain type of product and, with the protection of a patent, has managed to consolidate its position before direct competition was possible. Alternatively, a company may overtake a previous market leader through greater efficiency and skilful positioning.

Market Position
A measure of the position of a company or product on a market. Defined as market share multiplied by share of mind.

Market Segment
A group of customers who (a) share the same needs and values, (b) can be expected to respond in much the same way to a company’s offering, and (c) command enough purchasing power to be of strategic importance to the company.

Market Share
A company’s share of total sales of a given category of product on a given market. Can be expressed either in terms of volume (how many units sold) or value (the worth of units sold).

Mass Marketing
Simultaneous standardized marketing to a very large target market through mass media. Other names for this are market aggregation and undifferentiated marketing.

Masterbrand
A brand name that dominates all products or services in a range or across a business. Sometimes used with sub-brands, sometimes used with alpha or numeric signifiers. (See also Monolithic Brand.) Audi, Durex, Nescafe and Lego, for example, are all used as masterbrands.

Monolithic Brand
A single brand name that is used to “masterbrand” all products or services in a range. Individual products are nearly always identified by alpha or numeric signifiers. Companies like Mercedes and BMW favor such systems.

Multibrand Strategy /Multiple Branding Marketing of two or more mutually competing products under different brand names by the same company. The motive may be that the company wishes to create internal competition to promote efficiency, or to differentiate its offering to different market segments, or to get maximum mileage out of established brands that it has acquired. When a company has achieved a dominant market share, multibrand strategy may be its only option for increasing sales still further without sacrificing profitability. For example, Lever Brothers sells washing powders under the Persil, Omo and Surf names; Cadbury sells chocolates under the Dairy Milk, Bournville and Fruit & Nut names; Heinz sells canned convenience foods under the Baked Beans, Spaghetti Hoops and Alphabetti Spaghetti names.

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Names
There are three basic categories of brand (or corporate) name:

  1. Descriptive nameA name which describes the product or service for which it is intended, e.g., TALKING PAGES.
  2. Associative name A name which alludes to an aspect or benefit of the product or service, often by means of an original or striking image or idea, e.g., VISA.
  3. Freestanding name A name which has no link to the product or service but which might have meaning of its own, e.g., PENGUIN.

The following are also helpful:

  1. Abstract name A name which is entirely invented and has no meaning of its own, e.g., ZENECA. Abstract names are a sub-set of freestanding names because they also have no link to the product of service.
  2. Coined name Any name which is in some way invented. Coined names can be descriptive (CO-CREATE), associative (IMATION) and freestanding/abstract (ZENECA).

Niche Marketing Marketing adapted to the needs, wishes and expectations of small, precisely defined groups of individuals. A form of market segmentation, but aimed at very small segments. Niche marketing characteristically uses selective media.

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OEM market OEM stands for Original Equipment Manufacturers. The OEM market consists of companies that use another company’s product as a component in their own production. A manufacturer of ball bearings, for example, sells both to OEM customers who build the bearings into machines, and to end users who need the bearings as spare parts for machines that they have bought from the OEMs. Most manufacturing companies thus have an OEM market and a replacement market. The latter is usually called the MRO market or aftermarket.

Offering
What a company offers for sale to customers. An offering includes the product and its design, features, quality, packaging, distribution, etc., together with associated services such as financing, warranties and installation. The name and brand of the product are also part of the offering.

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Packaging Design The design of the pack format and graphics for a product brand.

Parent Brand A brand that acts as an endorsement to one or more sub-brands within a range.

Passing Off The name given to a legal action brought to protect the “reputation” of a particular trademark/brand/get up. In essence, the action is designed to prevent others from trading on the reputation/goodwill of an existing trademark/brand/get up. The action is only available in those countries that recognize unregistered trademark rights (for example the UK and US). In some countries, it is called “unfair competition action.”

Perceptual Mapping Graphic Analysis
and presentation of where actual and potential customers place a product or supplier in relation to other products and suppliers. Most perceptual maps show only two dimensions at a time, for example price on one axis and quality on the other. There also are methods of graphically analyzing and presenting measurement data in three or more dimensions.

Positioning Statement A written description of the position that a company wishes itself, its product or its brand to occupy in the minds of a defined target audience.

Power Branding A strategy in which every product in a company’s range has its own brand name which functions independently, unsupported by either the company’s corporate brand or its other product brands. Power branding is a resource-intensive strategy, since each brand must be commercially promoted and legally protected. This strategy is used mainly by manufacturers of consumer goods. Lever’s and Procter & Gamble’s detergents are good examples of power brands.

Product Brand A brand which is synonymous with a particular product offering, for example, Cheerios.

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Rebrand When a brand owner revisits the brand with the purpose of updating or revising based on internal or external circumstances. Rebranding is often necessary after an M&A or if the brand has outgrown its identity/marketplace.

Relative Market Share Your own company’s market share compared to those of your competitors. A large share confers advantages of scale in product development, manufacturing and marketing. It also puts you in a stronger position in the minds of customers, which has a positive influence on pricing.

Relaunch Reintroducing a product into a specific market. The term implies that the company has previously marketed the product but stopped marketing it. A relaunched product has usually undergone one or more changes. It may, for example, be technically modified, rebranded, distributed through different channels or repositioned.

Repositioning Communications activities to give an existing product a new position in customers’ minds and so expanding or otherwise altering its potential market. Many potentially valuable products lead an obscure existence because they were launched or positioned in an inadequate manner. It is almost always possible to enhance the value of such products by repositioning them.

Rollout The process by which a company introduces a new product or service to different geographical markets or consumer segments.

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Selective Media Media that, unlike mass media, reach only small and identifiable groups of people, for example, members of a particular profession or industry or other groups defined by geographic, demographic or psychographic data (otherwise known as targeted media).

Service Brand A product consisting predominantly of intangible values. “A service is something that you can buy and sell, but not drop on your foot” (The Economist). In this sense, a service is something that you do for somebody, or a promise that you make to them.

Share of Mind There are many definitions of share of mind. At its most precise, share of mind measures how often consumers think about a particular brand as a percentage of all the times they think about all the brands in its category. More loosely, share of mind can be defined simply as positive perceptions of the brand obtained by market research. Whereas market share measures the width of a company’s market position, share of mind can be said to measure its depth.

Share of Voice
The media spending of a particular brand when compared to others in its category.

Sub-brand A product or service brand that had its own name and visual identity to differentiate it from the parent brand.

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Tangibles “Tangible” – capable of being touched. (1) Tangible assets – manufacturing plant, bricks and mortar, cash, investments, etc. (2) Tangible brand attributes – the product and its packaging. (3) Tangible brand values – useful qualities of the brand known to exist through experience and knowledge.

Target Market The market segment or group of customers that a company has decided to serve, and at which it consequently aims its marketing activities.

Top-of-Mind
What is present in the uppermost level of consciousness; the manufacturer or brand that people in market surveys name first when asked to list products in a specific category. Top-of-mind is the highest degree of share of mind. To attain that position, a company normally needs to have a large share of voice in its category.

Trademark
“Any sign capable of being represented graphically which is capable of distinguishing goods or services of one undertaking from those of another undertaking” (UK Trade Marks Act 1994).

Trademark Infringement
A trademark registration is infringed by the unauthorized use of the registered trademark, or of one that is confusingly similar to it, on the registered goods or services, or in certain circumstances on similar or dissimilar goods and services.

Trendsetter Someone or thing that breaks a traditional mold or routine and gains a following because of it. iMac is an example of trendsetting in design as now office supplies come in the familiar colors and translucent packaging of an iMac.

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User Segmentation Division of potential customers into market segments according to how and for what purpose they use a product. Do they use it for cleaning their teeth or for making cakes (baking powder)? For oiling their hair or for frying food? (True story concerning use of Brylcreem in Nigeria). As a decongestant chest rub or as an aphrodisiac? (True story concerning Ribby Rub in Caribbean).

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Visual Identity What a brand looks like – including, among other things, its logo, typography, packaging and literature systems.

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Bianca Frank Design offers a comprehensive brand and brand development package that can be utilized to begin or reinvigorate your small business marketing strategy. Whether you are in need of small business marketing strategies, graphic design, brand design, web design, or just need brand or design consultation on where to start. Drop a note and we will be in touch soon.

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